Customer-focused, data-driven segmentation that provides a dynamic financial platform for marketplace activity.
In many categories, the potential value of the consumer to the marketer, and the potential value of the marketer's products or services to the consumer, changes as the consumer moves through various life stages. Targetbase has extensive experience in helping clients manage consumer life stages to maximize the value of new and existing customers.
- Identifying the "key switch points" at which consumers make brand and category decisions
- Combining financial analysis and customer satisfaction data to understand why, and when, a firm's most profitable customers are vulnerable
- Understanding how needs for features and functionality change over time, allowing marketers to offer the "next best product/service" to selected targets
Targetbase segments consumers based on their value delivered to/value derived from the organization (represented by the 2 x 2 matrices in the diagram below), then targets and tracks them with life-stage/lifecycle-relevant offers and messages. The result is a relationship marketing program that anticipates, remembers and capitalizes upon the in-market profile and behavior of high-value customers and prospects.
Benefits
- Provides a strategic framework for marketing action
- Creates clear business rules or marketing "triggers" based on consumer knowledge
- Provides measurable tracking of services in the acquisition, maximization and retention of customers and prospects
Assets
- 30 years of experience in tracking consumer knowledge
- 20 years of experience in dynamic, behavior-based segmentation
- Integrated analysis, technology and creative teams for solution development and implementation
